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Having Their Say

Updated: Feb 6, 2019


Say Insurance is an emerging insurance company based in Columbia, Missouri, known for their digital insurance experience. Say focuses on educating their customers through the insurance purchase process to help customers feel informed for their purchasing decision. Say currently provides auto insurance to customers across 5 states and is looking to continue expansion into additional states in the near term. Say may be the new kids on the insurance block, but have years of experience in the insurance industry to leverage as their parent company is Shelter Insurance, providing insurance for over 70 years.


Marmalade partnered with Say Insurance to enhance and extend their omni-channel customer experience by driving customers into the sales funnel through improvement of the identification, acquisition, and retention of ideal customers. During our partnership, Marmalade analyzed existing data from Say to identify a refined understanding of the segments and target audience personas. With our data analyzation and a review of the current customer experience, we created an actionable future state vision for Say Insurance that focused on refined target audiences and improved customer interactions throughout the digital experience.



To get to the future state vision, Marmalade identified and analyzed patterns of preferred customer interests, shopper type, purchase intent, life stage, and lifestyle behavior to identify areas of opportunity in each segment. What we saw from the research conducted was four streamlined customer personas and provided Say with an action plan on how to continue to see sales growth over the course of 2019.


In a few short months of looking at the current data combined with an in-depth understanding of how the insurance industry operates, Marmalade provided short and long term opportunities attainable areas to improve the Say Insurance experience. In 2019, our partnership continues, as Marmalade and Say work to bring an improved experience to Say customers.